Public relations, according to Richard Laermer, is an esoteric discipline--part art, part science and a whole lot of common sense. We know it exists, but just how it works seems to baffle a lot of otherwise intelligent business people. Effective PR is a source of social power--the power to influence thought and behavior--so it's worth taking the time to understand how and why it works. And how simple it can be to accomplish.Laermer, founder and CEO of RLM Public Relations in Los Angeles and New ...

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